“The deodorant/antiperspirant market can expect to see growth in the coming years due to near universal consumer usage of these products along with a lack of competitive alternatives. However, the market faces some challenges: the women’s segment has experienced a decline for the first time in years, consumers continue to demand long lasting products regardless of the many options currently available, and demographic shifts have the potential to impact usage. Companies and brands will need to explore ways to reinvigorate the women’s segment, determine new methods to prove/communicate product efficacy, and address the needs of the segments that may impact overall usage.”

– Gabriela Mendieta, Home & Personal Care Analyst

Some questions answered in this report include:

The women’s segment experienced a decline for the first time in several years. How can market players reinvigorate this segment in order for it to resume growth?

Though a number of options exist, some consumers struggle to find long-lasting protection. How can brands better prove and communicate product efficacy?

Puberty is starting earlier, but aging Baby Boomers’ usage of these products will decrease in time. What opportunities exist for the market to accommodate these demographic shifts?

The U.S. deodorant and antiperspirant market remained largely unaffected by the recession and has seen steady growth in the past few years. Mintel expects that this market will continue to grow into 2017. This market benefits from high market penetration and near universal usage of these products, which consumers depend on to protect them from sweat and body odor. Many consumers look to these products as forming an essential part of their daily personal care routine, and use deodorants/antiperspirants to maintain daily hygiene.

A key driver for market growth in the past few years has been the integration of enhanced performance, functional, and cosmetic benefits, and this will continue to be important for driving sales and keeping consumers engaged in the category in the coming years. The men’s and unisex product segments are currently performing well, whereas the women’s product segment has struggled somewhat. New innovation or the inclusion of greater beauty/cosmetic benefits will be keys in reinvigorating this segment. Long lasting performance is the most desired product attribute across demographics and performance and functional attributes have become “foundational” product requirements to capture consumers’ attention and subsequent purchase.

This report analyzes U.S. sales performance of deodorant and antiperspirant product sales in the past five years, the market forecast through 2017, and how different factors, such as a product claims, impact sales and consumer shopping behaviors. Adult category usage, teen category usage, the types of products that consumers regularly use, current product frustrations, and interest in and attitudes toward new and existing product formats and attributes are also explored in this report.

What's included

Some of our clients

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

* This is a sample representation of the report layout and does not reflect the research included in this report.

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

Scope and Themes

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Advertising creative

Abbreviations and terms

Abbreviations

Terms

Executive Summary

The market

Figure 1: Total U.S. retail sales and fan chart forecast of deodorant and antiperspirant, at current prices, 2007-17